Chinese brand Foton aims high

Foton will launch with the Tunland dual cab ute.

The newest Chinese brand to take on Australia is aiming high, pitching itself against the Japanese-branded stalwarts in the cut-throat ute market.

Newcomer Foton will launch with the Tunland dual cab ute that the company claims is benchmarked against the top-selling Toyota HiLux.

Priced from $28,000 (plus on-road and dealer costs) for the 4x2 and $34,500 for the 4x4 the Tunland is significantly more expensive than the rival Chinese Great Wall utes, which start at $17,990 drive-away or $24,990 drive-away for a dual cab diesel that is closest from a mechanical perspective to the Foton.

Carrying a price premium of $1000 or $2000 can slow sales at this end of the market, but the Foton is upwards of $5000 more expensive than the rival Great Wall.

Many new brands trying to muscle their way into the Australian market have used price and features as a way to tempt buyers who would otherwise have chosen other brands.

Chinese brands Great Wall and Chery have tried it in recent years ? with Great Wall enjoying impressive sales ? while in the 1990s then-new Korean newcomers Hyundai and Daewoo relied heavily on undercutting competitors on price.